(Photo credit: Craft and Tailored)
Rolex on Sunday awarded for the first time a Perpetual 1908. The prize was for the winner of the Pebble Beach Concours d’Elegance, a classic car show with some of the rarest and most valuable vehicles ever made.
It was also the first time a European won the yearly competition taking place at Pebble Beach, Calif. Cameron Barr reported the 1908 on Instagram.
The Concours d'Elegance, which celebrates a “glorious step back in time,” according to Rolex, is unlike any automobile competition presented by the brand. The 1908 in yellow gold retailing for $23,000 as prize for Best in Show is a record for Rolex.
The 1908 was presented to winner Fritz Burkard of Zug, Switzerland, whose storied 1934 Bugatti Type 59 Sports was among 214 cars from 16 countries and 29 states to compete.
In past years, a two-tone Datejust on Jubilee was awarded to the Pebble Beach winner. The switch to the 1908 is likely helping Rolex put a spotlight on the new Classic line it launched in 2023.